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讀紐時學英文
2015/02/27 第61期 訂閱/退訂看歷史報份
 
 
紐時周報精選 Don’t Sass Your Uber Driver. He’s Probably Rating You, Too./乘客至上? 優步司機封殺奧客
French Films, Now Less French/仰賴外國資金 法國電影沒那麼法國了
紐時周報精選
 
Don’t Sass Your Uber Driver. He’s Probably Rating You, Too./乘客至上? 優步司機封殺奧客
People use the Internet to review services from plumbers to hairdressers. Now the tables are turned. Companies are rating their customers, shunning those who do not make the grade.

從水電工到髮型師,人們用網路評比各行各業的服務。風水輪流轉。現在業者也給顧客打分數,封殺不合格的消費者。

Hussein Kanji insists he is not a bad Uber passenger. “I’ve asked drivers to turn up or down heat, to not play music loudly, or to roll up windows,” Mr. Kanji, a London venture capitalist, said. “I can’t imagine why they would lower my passenger score.”

胡笙.坎吉堅稱自己不是優步的奧客。在倫敦從事創投業的坎吉說:「我曾要求司機調高或調低暖氣溫度,或音樂聲不要那麼大,或把車窗搖起來。我無法相信我的乘客積分為何會被調降。」

圖擷自UBER

They apparently did. The wait for a ride suddenly became interminable. “For about three weeks, Uber was basically unusable,” Mr. Kanji said.

他們顯然是這麼做了。等車突然變成沒完沒了。坎吉說:「大概有三周時間,基本上叫不到優步。」

Customer reviews are a new form of credit report, one that measures comportment instead of finances. Strangers may be eager to drive you places or rent you their house , but they require some level of confidence. So companies from Airbnb to the new taxi services use reviews to weed out those they do not wish to serve.

顧客評鑑是一種新類型的信用調查,但衡量的是行為而非財務狀況。陌生人或許樂於讓你搭便車或租房子給你,但是需要某種程度的信賴。於是從Airbnb(譯註:短期租房平台)到新的計程車服務,業者使用評鑑剔除自己不想服務的顧客。

In response, some consumers are becoming more polite and prompt. But the knowledge that they may be rated is encouraging people to submit more upbeat reviews themselves, even if the experience was less than stellar.

某些消費者有所回應,變得更有禮貌也更準時。但是獲知自己可能被評鑑這件事,鼓勵顧客提出更正面的評比,縱然消費經驗不是那麼美好。

“It’s a Barney world,” said Michael Fertik, of Reputation.com, referring to the purple dinosaur who sings, “With a great big hug and a kiss from me to you/ Won’t you say you love me too.”

「這是巴尼的世界,」說這話的是Reputation.com的麥可.費提克(譯註:網站創辦人),紫色小恐龍巴尼唱道:「我給你一個大大的擁抱和親吻╱難道你不會說也愛我嗎。」

Reviewing customers is also raising questions about who owns the data detailing good and bad behavior, what they can do with it — and whether people even know it is being collected.

評鑑消費者也引發了細說優劣行為的資料歸誰所有、如何運用,以及人們是否知道自己資料被搜集等問題。

The new platforms vary in their transparency . Yelp is straightforward: Businesses can post replies to critical customers. On Lyft, the second-biggest of the new cab companies, passengers are warned that “a low star rating” means requests for rides may not be accepted.

新平台的透明程度不一。Yelp(譯註:美國最大的線上評比網站)直接了當:企業可以回應提出批評的消費者。第二大叫車業者Lyft的乘客會被警告,如果評鑑的星級很低,表示叫車可能會被拒絕。

Even as the rules are being worked out, those who monitor the reputation economy most closely believe that the services will begin to meld their reviews.

即使已經訂出規則,對信譽經濟關注最密切的人相信,業者會開始整併各自的評鑑顧客結果。

Mr. Fertik, co-author of “The Reputation Economy,” said, “If you’re a really good Uber passenger, that may be useful information for Amtrak or American Airlines. But if you add in your reputation from Airbnb plus OpenTable plus eBay, it starts to get useful globally.”

《信譽經濟》一書共同作者費提克說:「如果你是優步的優良客戶,這對美國國鐵和美國航空來說,可能是很有用的資訊。但是如果再加上Airbnb和OpenTable(譯註:美國最大的餐廳網路訂位服務公司)和eBay,用途就可推廣至全球了。」

Georgios Zervas, Davide Proserpio and John W. Byers of Boston University recently released “A First Look at Online Reputation on Airbnb, Where Every Stay Is Above Average.” They looked at more than 2,000 properties listed on both Airbnb, which allows hosts to rate guests, and TripAdvisor, which does not.

波士頓大學的喬治歐斯.澤瓦斯、大衛德.波洛賽皮歐和約翰.拜爾斯,最近發表《初探Airbnb的線上信譽:每次留宿都是水準以上》一書。他們檢視Airbnb和TripAdvisor兩大租房平台的二千多筆房舍,前者允許屋主評鑑房客,後者不准。

The rating of 4.5 stars or above is 14 percent higher on Airbnb than on TripAdvisor. The number that receive 5 stars is 18 percent higher.

在Airbnb給四點五顆星或更高分的比率高出TripAdvisor達14%,獲評五顆星的數量更高出18%。

One theory: If Airbnb guests seem too critical they might get turned down by future hosts . A better approach may be just to shower everyone with praise.

一個理論是:假如Airbnb的房客太挑剔,以後恐怕會被屋主拒絕。比較理想的方式或許是一律給高分。

“You’re going to have a great time,” Mr. Zervas said. “Whether you like it or not.”

「你一定會玩得很開心,」澤瓦斯說:「無論喜歡與否。」

 
French Films, Now Less French/仰賴外國資金 法國電影沒那麼法國了
“Can you cover for me? I trust you,” whispers Marie-France, a scheming receptionist played by Nathalie Baye, to a co-worker in a small, brightly lit office.

娜坦麗.貝葉飾演別有居心的接待員瑪麗-法蘭絲,在盧森堡一間狹小、光線明亮的辦公室內對同事說:「你可以掩護我嗎?我相信你。」

As she walks out of the frame, someone shouts “Coupez!” and the set of “La Volante,” a psychological thriller directed by Christophe Ali and Nicolas Bonilauri, becomes busy with crew members preparing for the next take.

當她走出畫面後,有人大喊「卡!」這部由克里斯多佛.阿里和尼可拉.波尼羅西執導的心理驚悚電影「方向盤」(La Volante,暫譯),劇組和工作人員為了準備下一個場景而變得忙碌。

「方向盤」(La Volante)電影拍攝照。翻攝自網路

“La Volante” has all the qualities of a French thriller: a twisted story line, intricate character studies and a cast led by Ms. Baye, a star of French cinema since the 1970s. But this scene, like most of the film, was not shot in France.

「方向盤」具備法國驚悚片的所有特質:交錯的故事線,複雜的角色,以及貝葉領銜的卡司,她是自1970年代走紅的法國電影明星。但這個場景,如同這部電影的多數場景,並非在法國拍攝。

The office where Marie- France is plotting revenge is in a converted town hall in Mondorf- les-Bains in Luxembourg, a short walk from the French border.

瑪麗-法蘭絲計畫復仇的辦公室,是盧森堡蒙爾多夫溫泉鎮的鎮公所改造而成,從法國邊境步行就能到。

Because large parts of the movie were shot here, and a Luxembourg-based producer is involved, “La Volante” managed to obtain a public grant of over a million euros, or about $1.2 million, from Film Fund Luxembourg, enough to cover more than a third of the movie’s costs.

因為這部電影大部分在這裡拍攝,而且有一名盧森堡製片人參與,「方向盤」設法自盧森堡電影基金會拿到100多萬歐元、約合120萬美元的公共補助金,足夠支付超過三分之一的電影開銷。

The project is one of the many French movies relying on foreign financing, a trend that poses one of several threats to the industry in the birthplace of cinema. France’s National Center for Cinema, which distributes millions of euros in subsidies to movie productions , has been hurt by successive levies to help pay for the public debt.

這項拍片計畫是依賴外國資金的眾多法國電影之一,這個趨勢,代表了電影業在這個電影發源地面臨的眾多威脅之一。分配數百萬歐元補助金給電影製作的法國國家電影中心,也因經費連續被徵用以償還公債而受害。

Broadcasters, who are required by law to invest in domestic productions, are struggling with low revenue and are doling out less money. Less willing to take risks, they tend to invest in big-budget crowd pleasers that guarantee a large audience. This often leaves smaller productions like “La Volante” scraping for money.

依法須投資本土電影製作的廣播電視,也因為營收低而掙扎,發出的補助金變少了。他們更不願承擔風險,傾向投資大成本、保證觀眾較多的大眾電影。這使得諸如「方向盤」這類的小成本電影通常要四處籌錢。

“La Volante” was acquired by a small French pay television station before filming began, and it received subsidies from the French region of Lorraine. But the film required 575,000 euros from a Belgian program that offers tax benefits to companies investing in local film production, and the contribution from Film Fund Luxembourg, to come to fruition.

「方向盤」在開拍前被一家法國小型付費電視台買下,且收到來自洛林區的補助金。但是這部片自一項比利時間專案拿到57萬5000歐元,投資當地電影製作的公司還能減稅,加上來自盧森堡電影基金會的補助金,資金全部到位。

Twenty-two percent of filming for French movies was completed beyond its borders in the first nine months of 2014. In 2012, a particularly devastating year in terms of production flight, the rate was 50 percent for projects with budgets between 10 million euros and 20 million euros, and 21 percent for films under 10 million euros, according to the French Federation of Cinema, Audiovisual and Multimedia Industries, or Ficam. This prompted the government to raise its tax credit for films under 4 million euros to 30 percent, from 20 percent in 2013.

根據法國電影、影音及多媒體產業協會,2014年前9個月,22%的法國電影是在境外拍攝完成。在特別慘澹的2012年,製片成本介於1000萬至2000萬歐元的電影中,境外拍攝比率達50%,成本不到1000萬歐元者則有21%。這讓法國政府迅速對成本不到400萬歐元的電影增稅,從2013年的20%提高至30%。

Sandrine Bonnaire’s “Maddened by His Absence” was supposed to be shot in France, but when money came in from abroad, the lineup of the crew changed because the funding system usually requires some use of local resources. This often means that French technicians are replaced by Belgian or Luxembourgian ones.

桑德琳.波奈兒的作品「移情失控」原本應該在法國拍攝,但當來自國外的資金挹注時,因補助金系統經常要求一定程度的聘用本地人員,劇組名單因此更動。這通常意味著,法國技術人員被比利時或盧森堡人員取代。

“I had to drop a few of the collaborators with whom I usually work,” said Sebastien Deux, the assistant director .

助理導演薩巴斯欽.德厄說:「我必須放棄一些經常共事的合作對象。」

Many in France fear that the flight of movies means that the expertise in creating them will be lost to its neighbors, too.

許多法國人害怕,電影業出走意味著拍攝電影的專業技術也將流失到鄰國。

Nicolas Steil of the Iris Group, a production company in Luxembourg , said productions with budgets between 4 million euros and 8 million euros, which are generally more experimental and risky for investors, depended on foreign financing.

盧森堡電影製作公司Iris集團的尼可拉.史代爾說,介於400萬至800 萬歐元間的電影製作通常具實驗性質,對投資人而言具風險性,得仰賴外國資金。

Without offshoring, “those movies wouldn’t be made, or have a much smaller budget and lower quality compared to their competition,” he said.

他說,若沒有境外資金,「那些電影無法拍成,或是預算大幅降低,和競爭者相比品質也更差」。

When “Mr. Hublot,” an animated short co-produced by France and Luxembourg, was awarded an Oscar in 2014, reports in the French news media lauded it as the “French movie that beat Disney.” But that caused a stir in Luxembourg, where cinephiles were celebrating their country’s first Oscar.

由法國和盧森堡共同製作的動畫短片「胡布洛先生」(Mr. Hublot,暫譯),2014年獲頒奧斯卡最佳動畫短片獎。法國媒體報導時稱之為「打敗迪士尼的法國電影」,但報導在盧森堡引發騷動,當地影迷正慶祝該國首座奧斯卡獎。

“Mr. Hublot” was written by Laurent Witz, a Frenchman, who co-directed it with Alexandre Espigares, a Luxembourger. Film Fund Luxembourg financed about 70 percent of the project, and Lorraine handled the rest.

「胡布洛先生」劇本為法國人威茲所著,並和盧森堡人艾斯比加共同執導。盧森堡電影基金會供應約7成的資金,法國洛林區負擔其餘費用。

Mr. Witz remained pragmatic. “I see it as a partnership, an addition of savoir-faire, talent and financing, of course,” he said .

威茲維持務實態度。他說:「我視此為合作關係,當然也有因地制宜、演員和資金的其他因素在內。」

Donato Rotunno of Tarantula Productions said, “We are sliding towards Europe — we are involved in the European construction of cinema.”

塔航杜拉製作公司的多納托.侯杜諾說:「我們正漸漸移往歐洲,我們參與歐洲的電影工程。」

 
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